What is The Beast?
The Beast is the premier monthly magazine for the beaches and bays of Sydney’s east. It is a full-colour A5 publication printed here in Sydney on high quality 60gsm stock with a glossy 120gsm cover.
The Beast takes a look at everything going on in the local area and strives to maintain a positive vibe, with smiling local faces and a variety of articles from light-hearted prose to hard-hitting opinion pieces.
The first edition of The Beast hit the mean streets of the Eastern Suburbs back in February of 2005. It was 40 pages in size and we distributed 10,000 copies to a few hundred businesses between Bondi and Maroubra.
Circulation increased to 40,000 copies in October 2005 and then to 60,000 in September 2006. The readership continues to grow and we still circulate 60,000 copies every month.
Over the years we have interviewed an amazing array of celebrities including sports stars (Anthony Mundine, Steve Waugh, Paul Roos, Layne Beachley, John Aloisi, Wendell Sailor), musicians (Sneaky Sound System, Potbelleez, Vanilla Ice), actors (Dan Mor, Esther Andersen, Zoe Ventoura, Gyton Grantley), politicians (Peter Garrett, Malcolm Turnbull), comedians (Wil Anderson, Dave Hughes, Peter Hellier, Corrinne Grant) and other interesting people (Deborah Hutton, Jen Hawkins, Ian Kiernan).
The Beast has also sponsored numerous sporting teams and provided media partnership for many local events and charities.
Circulation and Distribution
Each month we print and distribute 60,000 copies of The Beast; 58,000 are placed inside residential mailboxes (every mailbox in the distribution area receives a copy) and the remaining 2,000 are placed in local shopfronts. Approximately 500 shops within the area will receive one copy, and small stacks of varying amounts are also placed in approximately 70 different local shopfronts including – but not limited to – cafés, various retailers, pubs and clubs. The suburbs we cover in our mailbox drop include Bondi, North Bondi, Bondi Junction, Tamarama, Bronte, Waverley, Clovelly, Coogee, South Coogee, Randwick, Queens Park, Maroubra, Bellevue Hill, and Rose Bay – we would even put a copy on Wedding Cake Island if it had a mailbox (fortunately it doesn’t).
Due to its A5 format, The Beast fits snugly inside a mailbox, so we don’t need to wrap them in plastic and throw them on the footpath. We’ve spent years building up a dedicated, hard-working and reliable distribution team over 20-walkers strong, most of whom have delivered The Beast for over ten years and all of whom live locally. Our distribution is second to none, and it has proven to be our biggest competitive advantage in a market that regularly fields new players but rarely sees any of them survive.
Demographics and Readership
Marketing types love to talk about demographics and readership. Given that The Beast is a free mailbox-dropped publication with a huge variety of content, it is fair to say that we target quite a broad demographic, particularly in terms of age. In terms of wealth and employment, we base any figures on those of the Local Government Areas to which we distribute, namely Waverley, Randwick and Woollahra. Information on the demographics for these areas can be found on these councils’ websites.
Essentially, there is something in The Beast to suit every taste.
Based upon our effective distribution method, average housing occupancy in the eastern suburbs and the general popularity of The Beast, we conservatively estimate its readership at around 150,000 readers per month.